移动互联网对人们的生活方式和消费习惯产成了巨大影响，手机产品成为人们生活 中的必需品。在此背景下中国手机市场竞争愈趋激烈，中高端智能机成为各大厂商争夺 手机市场的制胜关键。大的市场需求下手机欧亿·体育（中国）有限公司的众多厂家在产品、渠道、服务、市场 和制造技术、上下游产业链和生态链等全方位展开了激烈的竞争。同质化非常严重的手 机经营公司迫切需要找出适合自己的手机传播策略，来最大化抢占手机市常 本文以JL手机为研究对象，分析其自身现状，发现JL手机传播策略存在品牌广告 传达率不高、赞助节目选择精度不高及代言人影响效果不佳的问题。运用PEST模型对 手机欧亿·体育（中国）有限公司面临的政策环境、经济环境、社会环境、技术环境进行分析；运用五力模型分 析JL手机面临的供应商议价能力、购买者议价能力、新进入者、替代品的威胁、欧亿·体育（中国）有限公司 竞争者的竞争能力；运用SWOT分析JL手机的优势劣势机会威胁。结合以上环境分析 得出JL手机传播策略存在问题的原因为目标用户与传播受众不匹配、冠名策略保守及 代言人风格不统一。并依此提出“确产品定位与目标用户，实现精准媒介投放；优化传 播媒介组合，充分利用网络媒介；针对性选择代言人；加强品牌建设，提升品牌形象” 的建议与启示。 这既是对JL手机传播策略的一次细致分析，也是对国产手机品牌企业面临的竞争 环境和传播策略制定的一次综合探讨，虽然JL手机暂时倒闭，对过去的经验进行总结， 以期对中国的其它手机企业传播策略的制定起到重要的借鉴作用。 关键词：智能手机；传播策略；传播目标选择；媒介战术 II Abstract Mobile Internet has a huge impact on people's lifestyle and consumption habits, and mobile phone products have become a necessity in people's life. In this context, the competition in the Chinese mobile phone market is becoming increasingly fierce, and the middle and high-end smart phones have become the key to win in the mobile phone market. Under the great market demand, many manufacturers in the mobile phone industry have launched fierce competition in products, channels, services, market and manufacturing technology, upstream and downstream industrial chain and ecological chain. It is urgent for mobile phone companies with serious homogenization to find out suitable mobile phone communication strategies to seize the mobile phone market as much as possible. Taking JL mobile phone as the research object, this paper analyzes its current situation and finds that the communication strategy of JL mobile phone has problems such as low communication rate of brand advertising, low accuracy of selection of sponsored programs and poor influence effect of spokespersons. PEST model is used to analyze the policy environment, economic environment, social environment and technical environment facing the mobile phone industry. The five forces model is used to analyze the bargaining power of suppliers, bargaining power of buyers, threats of new entrants and substitutes, and the competitive power of industry competitors. SWOT analysis of the advantages and disadvantages of JL mobile phone opportunities and threats. Combined with the above environmental analysis, it is concluded that the reasons for the problems of JL mobile communication strategy are the mismatch between target users and the communication audience, conservative naming strategy and inconsistent spokesman style. And according to this, put forward "accurate product positioning and target users, to achieve accurate media placement; Optimize the mix of communication media and make full use of network media; Select targeted spokespersons; Suggestions and enlightenment on strengthening brand construction and enhancing brand image. This is both a detailed analysis of the JL mobile communication strategy, is the domestic mobile phone brand enterprise competition environment and the communication strategy to develop a comprehensive discussion, although JL phone temporarily closed, to summarize the past experience, in order to China's other phones have important reference value to the enterprise strategy formulation. Key-words:Smartphone; Communication strategy; Communication Target Selection ; Media Tactics III 目 录 摘要 ........................................................................................................................................... I ABSTRACT ............................................................................................................................. II 目 录 ....................................................................................................................................... III 第一章 绪论 .............................................................................................................................. 1 1.1 研究背景 .......................................................................................................................... 1 1.1.1中国手机市场蜕变到成熟升级的后购机时代 ....................................................... 1 1.1.2 中高端智能机成为中国手机市场高速增长的新蓝海 ........................................... 1 1.1.3 JL公司M系列在激烈的市场竞争中转型升级的失败 ......................................... 2 1.2 研究意义 .......................................................................................................................... 3 1.3 文献综述 .......................................................................................................................... 4 1.3.1 品牌传播策略理论 ................................................................................................... 4 1.3.2 营销理论和模型的发展 ........................................................................................... 5 1.3.3 手机品牌传播策略研究现状 ................................................................................... 8 1.4 研究方法 .......................................................................................................................... 9 1.5 研究内容 .......................................................................................................................... 9 第二章 JL公司介绍 .............................................................................................................. 10 2.1 企业简介 ........................................................................................................................ 10 2.1.1 公司介绍 ................................................................................................................. 10 2.1.2 M系列产品介绍 ..................................................................................................... 10 2.2 企业与M系列产品销售情况介绍 .............................................................................. 11 2.2.1 企业销售概况 ......................................................................................................... 11 2.2.2 M系列销量及市场分布状况 ................................................................................. 13 2.3 本章小结 ........................................................................................................................ 14 第三章 JL公司手机传播现状分析 ...................................................................................... 15 3.1 STP理论 ......................................................................................................................... 15 3.2 JL手机传播环境分析 .................................................................................................... 16 3.2.1JL手机面临的市场环境 .......................................................................................... 16 3.2.2 JL手机M系列情况 ............................................................................................... 17 IV 3.2.3 JL手机面临的媒介环境 ......................................................................................... 18 3.2.4 JL手机竞品媒介策略 ............................................................................................. 19 3.3 传播目标及媒介策略 .................................................................................................... 19 3.3.1 媒介传播目标 ......................................................................................................... 19 3.3.2 三大媒介策略 ......................................